Personalized Children''s Books of Arkansas.(New Businesses: A Listing of Business Start-Ups in Arkansas)

Personalized Children's Books of Arkansas

Owner: Lewis Machen

Address: P.O. Box 7331, Little Rock

Phone: (501) 766-7046

Fax: (501) 219-4118

Startup: September

E-mail: pcbofarkansas@sbcglobal.net

Web site: www.bp-books.com/pcbofarkansas

Lewis Machen retired from his career in sales in 2007, but he wasn't done with the business world. In September, he started his own personalized children's book Web site, based out of his home in Little Rock.

Machen's Web site offers two sizes of books and a variety of subjects, including popular properties like Batman, X-Men and Sesame Street. A client can fill in his child's name as well as his or her nickname, the names of family members, a favorite pet and other options. Sports-themed books include spaces for a child's favorite player and team. Each story is written to include the child as an integral character.

"I believe in reading to children," Machen, 62, said. "This makes it more fun and enjoyable." Pricing starts at $12.95 for books with unlicensed characters, and local customers can pick up their orders from Machen's residence to avoid shipping and handling fees.

The startup cost of Machen's business was about $8,000.

The biggest obstacle to his business has been recognition. "Everyone I've talked to thinks it's a great idea," Machen said. "But some people are hesitant to buy right now."

Since starting, Machen has sold about 200 books. Now he is trying to work through the tough recession. "I started this when the slump was just beginning," he said. "Once the economy revives, I'll see my business."